Sales surge for luxury clothing brand after turning down the Daily Mail

Sales surge for luxury clothing brand after turning down the Daily Mail

Underwear brand British Boxers were recently offered a good deal on advertising in the Daily Mail. Not being a huge fan of the paper they sent a quick tweet saying that they had declined the offer because “we’ve got values”.

The company also gained the kind of consumer engagement and celebrity followers that many big brands can only dream of. Re-tweets by the likes of Rufus Hound, Marcus Brickstocke, Hugh Grant and James O’Brien helped generate over 1 million views of the original tweet.

MD of British Boxers Deborah Price said “This has given us a step change in the size of [our] business, and it has helped us find our voice as a company. We knew we were about Heritage and Quality but we have now added Principled to our brand values.”